TikTok transitions with Shopify e-commerce deal
TikTok has formed a global partnership with the e-commerce platform Shopify, as it doubles down on its social commerce ambitions. The tie-up will make it easier for Shopify's one million-plus merchants to reach TikTok’s younger audience, and will ultimately expand to include other in-app shopping features.
How will the partnership work?
The agreement will enable over a million Shopify merchants to create, run and optimise TikTok marketing campaigns straight from a custom dashboard upon downloading the TikTok channel app from the Shopify App Store.
The ad tool carries over key functions from the TikTok for Business Ads Manager, enabling merchants to create native shareable content that transmutes products into In-Feed video ads.
Additionally, Shopify Merchants will gain the ability to target audiences based on gender, age, behaviour and video category as well as track the performance of campaigns over time.
Moreover, Shopify merchants will be able to utilise 'TikTok Pixel', a tool to more easily track conversations driven by advertising.
Why it matters
TikTok's audience share has been surging, especially in Europe, with over 17 million locked down citizens spending over an hour a day on the app in Britain alone.
E-commerce firms have been scrambling to claim a slice of this action, which has played a key role in Walmart's decision to participate in the TikTok-Oracle deal to pre-empt a looming US ban - which remains up in the air pending the outcome of the upcoming presidential election.
TikTok has been busy building its in-house capabilities too with a variety of recent tools and features such as enabling users to add e-commerce links to their bios, a 'Shop Now' button for brand videos and shoppable components to hashtags such as the upcoming #ShopBlack.